CUSTOMER RELATIONSHIP MANAGEMENT CONCEPT IN THE ELECTRONIC BUSINESS ERA

Electronic business (e-business, defined as business activities conducted over the Internet) has been one of the most remarkable information technology innovations in the last few decades (e-business era). With the involvement of the Internet in the Customer Relationship Management (CRM) concept, its functions have been changed a lot. The Internet enables ready identification of the customer/visitor, cost-efficient data collection, personalization, adaptation, and interactivity in the CRM process. Here comes electronic CRM (e-CRM). The purpose of this paper is to review that how customer relationships should be managed (CRM) in the age of the e-business.